The Entertainer will partner with Modella Capital to pilot its B2B2C ‘Toy Box Retail Solution’ across selected UK TGJones and Hobbycraft stores.

The Entertainer’s ‘Toy Box Retail Solution’ provides retailers with a choice of bespoke sourcing, ranging, wholesale and concession support for their toy proposition. It allows them to run as much or as little of the end-to-end operations and inventory management as they wish. 

The pilot will see The Entertainer executing ranging and merchandising of the toy offering in six Hobbycraft locations, including Glasgow and Woking, and six TGJones stores, including Bluewater and Epsom.

“This is part of our strategy to broaden the ranges and categories that are on offer to customers who visit TGJones and Hobbycraft stores,” Joe Price, MD of Modella Capital, said. “The Entertainer has the expertise and ranges we need to help ensure we delight our customers.”

“Supporting the Modella team to execute their toy offer is further evidence of the versatility of the ‘Toy Box’ services,” Andrew Murphy OBE, CEO at The Entertainer, added.

TGJones, formerly WHSmith, will go live with its trial from the end of October. It will see The Entertainer work behind the scenes to support TGJones in selecting and tailoring product ranges, managing merchandising and shaping in-store CX.

“This new partnership with The Entertainer allows us to grow our existing range of toys,” Sean Toal, CEO of TGJones, said. “Our customers already love our toy range and I’m sure this partnership will continue to grow the category.”

Hobbycraft will open new toy sections as part of the pilot, also going live at the end of this month, allowing customers to shop a wide range of The Entertainer’s products, including LEGO, Paw Patrol and Disney. It will also include an exclusive range of great value Addo toys and Early Learning Centre products.

“Working with The Entertainer allows us to bring customers something new and engaging, while staying true to our focus on inspiring creativity,” Alex Willson, CEO of Hobbycraft, said: “The launch of a toy section in selected locations expands our offer, giving families more reasons to visit, shop, and enjoy a wider range of products designed to spark imagination across all ages.”

Earlier in September, The Entertainer also announced a ‘Toy Box Retail Solution’ partnership with the UK’s largest family-run garden centre group, British Garden Centres, allowing them to open up branded toy concessions in stores across the country.